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The purpose of this paper is to examine the initiatives of value enhancement and the promotion of local agri-food products in Argentina and Spain to address some of their limitations and contradictions.

Based on processes of participatory action research, data and knowledge were produced dialectically with the actors, linking the research process to rural development processes.

Value enhancement and promotion of local agri-food products is a complex system where values, preferences and availability of resources converge, allowing to consume products of higher quality, “heritage” products or products differentiated by the production mode. This consumption is not only aimed at tourists who are willing to pay something more for a “certified” local product, but also for the estrategic allies who appreciate the taste of the food of their territory: local consumers. These processes develop strategies such as the “fairs” of each product, or the classic “quality seals.” In the comparison between experiences of both countries, the controversies raise with the high prices of the products as a synonym of value enhancement instead of the right to quality food and the seeking of food sovereignty.

Problematizing the recovery and valorization of local products reveals the necessity, awareness and inclusion of consumers as actors in the innovation processes and not simply as buyers of luxury products. The originality is also based on specific intervention experiences with territorial actors (social, economic, scientific and political) that shape new forms of intervention, based on strategies that link patrimonialization, knowledge systems and territorial development.